Beijing-based restaurant Quanjude, known for its Peking roast duck, and Austrian coffee and wine company Scharf are together introducing a new brand of red wine — Sibote — tagged with the Quanjude logo. The wine will be distributed to the 90 Quanjude restaurants in China.

The strategy will help the Beijing restaurant sell wine bearing its logo but produced by Scharf. The Austrian company, meanwhile, will be able to sell wine to China without worrying about sales or marketing.

The deal between Scharf and a 150-year-old Beijing institution may foster the development of a new sales model in the luxury foods market, according to the Chinese-language Beijing Business Today.

Austria now only exports 6% of its wines to nearby countries. Globalization has pushed the country's producers to export 21% of their total wine, including an increasing focus on the rapidly growing Chinese market.

Two series of Scharf wines have been custom-made for Quanjude to complement its famous Peking roast duck. One of the series is expected to sell 15,000 bottles in China this year.